On Monday morning, as I was getting ready to go to work, I overheard a news report that nearly stopped me in my tracks. Vodka infused with B vitamins. Say what? Is this for real? The news reporter went on to say that the B vitamins in the vodka supposedly help fight hangovers. Hmmm…is this a new way to bamboozle consumers?

When I got to work, I immediately looked up the vodka in question. The creator of this vodka states in a Newsweek article, “People are watching what they consume Monday through Friday. There is no reason to stop on the weekend.” Is he saying that by consuming this vodka versus another, the drinker is making a healthy choice?

The market is chock full products that claim to have vitamins, minerals and other nutrients needed for good overall health. This may sound like a good thing, but at what cost? Are consumers going to start thinking that they can get all the nutrition they need through these products and stop trying to eat naturally healthy foods? Do those who eat well think that this is an added boost, getting vitamins in their cocktails on top of eating healthy? If there are now spirits fortified with vitamins, what will be next, cigarettes? It just seems totally ridiculous!

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